Podcasting in a Platform Age: From an Amateur to a Professional Medium

In Podcasting in a Platform Age, John Sullivan examines how the rise of legacy and new media interest in podcasting is injecting professional and corporate logics into what was once an amateur media form. He highlights how highly skilled media professionals, media corporations, and platform giants are acquiring content producers and hosting platforms, challenging the definition of podcasting as an independent and grassroots medium.

Format: Hardback
Length: 296 pages
Publication date: 22 February 2024
Publisher: Bloomsbury Publishing Plc

In the era of platforms, podcasting undergoes a remarkable transformation, as it embraces the influx of legacy and new media interest. This shift introduces professional and corporate logics into what was once predominantly an amateur media landscape. While many of the most popular podcasts today are created by skilled media professionals, some of whom are part of media corporations, legacy radio and new media platform giants such as Google, Apple, Amazon, and Spotify are also making significant investments in the medium by acquiring content producers and hosting platforms.

This book delves into three crucial aspects of this transformation: formalization, professionalization, and monetization. Through a comprehensive analysis of online and press discourse, an in-depth examination of podcasts themselves, firsthand observations at podcast trade shows and conventions, and insightful interviews with industry professionals and individual podcasters, John Sullivan provides a detailed account of how the efforts of industry players to transform podcasting into a profitable medium are beginning to redefine the very essence of podcasting itself.

The rise of professionalization in podcasting has led to the creation of dedicated podcast studios, the use of advanced audio equipment, and the adoption of professional editing techniques. Podcasts are now treated as a form of media, with many producers investing in marketing and advertising to reach a wider audience. Additionally, the monetization of podcasts has become a significant avenue for revenue generation, with advertisers, sponsors, and subscription models being used to support podcast production.

However, this transformation has also sparked debates and discussions about the authenticity and integrity of podcasting. Some argue that the commercialization of podcasting has led to a dilution of the original spirit of self-expression and community that characterized the medium. Others worry that the emphasis on profitability may compromise the quality and diversity of podcast content.

Despite these challenges, podcasting continues to evolve and adapt to the changing landscape. New genres and formats are emerging, and podcasters are experimenting with innovative ways to engage with their audiences and generate revenue. The rise of social media and other digital platforms has also opened up new opportunities for podcast discovery and distribution, allowing podcasters to reach a global audience with ease.

In conclusion, podcasting in a platform age represents a fascinating and complex transformation of an amateur media form into a professional and corporate endeavor. While it brings with it new opportunities for innovation and growth, it also poses challenges to the core values of podcasting. As the industry continues to evolve, it will be important for podcasters, industry players, and listeners alike to navigate these changes carefully and ensure that podcasting remains a vibrant and dynamic medium for self-expression and community building.

Dimension: 216 x 140 (mm)
ISBN-13: 9781501380709